An executive at American Express’ LoyaltyEdge at Forrester’s CXNYC 2016 emphasized that it is imperative to make mobile and digital interfaces as sleek and helpful as possible, allowing customers to quickly complete their tasks without getting in the way.
During the session, American Express: Achieving Customer Centricity — From Capabilities to Possibilities, the executive explained how when developing platforms for each retail partner, it is imperative to create functionality that makes sense for that business.
